As a Co-Founder of MiD Hub, I leverage my expertise in strategic marketing and Business Design to foster high-level discussions among business leaders.

Our hub stands out with the newsletter "Marketing is Dead!" and innovative services like Echo Content, highlighting the importance of qualitative and strategic content in today's market.

At the same time, my active participation in the Opental community reflects my ongoing commitment to generating value in the community by working in a Talent-based business model as a Fractional CMO and with a growth acceleration program for companies with ARR from R$300k to R$4MM called Squad Advisors.

I value collaboration and knowledge exchange to drive growth and excellence in business, always with a holistic and adaptive approach to new market trends.

Among my key contributions, I highlight:
- Redesigning the Partners program for MaM-SP, creating and launching the identity that sold the most products in the store during that period
- Driving growth for the finance portal Money Times by managing over $700k in ads, doubling gross revenue in the first semester of operations, and supporting the growth of the operation until its sale to the BTG group
- Launching the Crypto Tymes portal and helping the podcast CryptoStorm rank among the top in Brazil in its segment.

Lucas Röttgering

⭕ O Compilado ed. 111: Persuasão, atribuição te enganaram em 2025

Receba o compilado com mais de 20 indicações de conteúdos no seu e-mail toda segunda em: https://lnkd.in/d3ucbAZr

Sua opinews semanal de marketing. Opiniões de colegas da rede sobre esses temas que foram recorrentes no feed e que merecem nossa atenção.


➡️ SOBRE POSICIONAMENTO E A ECONOMIA DA CONFIANÇA

Não é mais sobre convencer. É sobre ser confiável.

Parte do orçamento parece destinado a ser genial uma vez ao ano, mas quanto deste mesmo orçamento investimos para ser simplesmente consistente todos os dias?

Seja pelo consumidor prudente de 2026 buscando segurança, ou pelo algoritmo que prioriza padrões reconhecíveis, o mercado já está diferente.


🔸 O consumidor de 2026: Da resiliência à prudência, por Michelle Calmon A. Vale 

"Em 2026, a fidelidade será conquistada pela segurança que a marca transmite e pela capacidade de ela se conectar com a realidade local e comunitária das pessoas." 

Em: https://lnkd.in/dssMYMfz

🔸 Posicionamento moderno é Padrão, não Persuasão, por G Douglas 

"Modern positioning lives less in what a brand says and more in how it reliably shows up. It's expressed through creative behaviour, tonal consistency, and the repeated reinforcement of the same expectations." 

Em: https://lnkd.in/dq3Dhsd8

🔸 Ou você constrói marca, ou vira commodity, por Gustavo Takahashi 

"2026 deixa isso explícito: ou você constrói marca, ou vira commodity." 

Em: https://lnkd.in/dzG9EWS9



➡️ SOBRE CRESCIMENTO, DADOS E A REALIDADE OPERACIONAL

O crescimento real é caótico.

Envolve pessoas que compram de você apenas uma vez , sim, a lealdade é estatisticamente rara, e exige processos que a IA não vai consertar magicamente.

Estamos tão ocupados otimizando o custo de aquisição (CAC) que esquecemos de validar se o produto ainda faz sentido para quem compra.


🔸 A Espiral da Morte da Atribuição, por Peep Laja 

"If you only fund what your CFO can understand, you'll starve what builds your business." 

Em: https://lnkd.in/dcP2HisA

🔸 Penetração vence Lealdade (Dados Reais), por Benjamin Cawthray 

"Most growth comes from reaching more people, not from squeezing more from existing customers." 

Em: https://lnkd.in/dXt7FQ_V

🔸 IA não resolve processo quebrado, por Givaldo Marques da Silva 

"Ou seja, colocar IA em cima de um processo quebrado não resolve nada, só acelera o problema." 

Em: https://lnkd.in/dh2RaJuz

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Apoiando seus resultados, um conteúdo por vez!
#marketing #leadership #business

The thought leadership ecossytem for B2B brands I Founder and editor at Mid-Hub ! ecossystem I Partner Opental I Host at Marketing is Dead podcast

O Compilado 111 - marketingisdead.com.br

⭕0 Compilado ed.110: o renascimento do branding

Sua opinews semanal de marketing. 

Receba o compilado com mais de 20 indicações de conteúdos no seu e-mail toda segunda em: https://lnkd.in/d3ucbAZr 

Opiniões de colegas da rede sobre esses temas que foram recorrentes no feed e que merecem nossa atenção.


➡️ SOBRE O RETORNO DA ESTRATÉGIA

A eficiência operacional atingiu o teto?

Passamos a última década otimizando a "máquina" do marketing com ferramentas de performance cada vez mais precisas. Bom para nós.

Mas quando a IA torna a eficiência uma commodity e o custo de mídia explode, percebemos que esquecemos que a preferência do consumidor é irracional e dai o branding voltou para a mesa dos negócios com ROI definido. 

🔸 The Return of Brand as Strategy, por Andrea Fabbri

 "Companies are realizing they’ve optimized the machinery while neglecting what makes it work: meaning, preference, and trust." 

Em: https://lnkd.in/dw4KAzft

🔸Why bother with a brand strategy?, por Sarah Robb 

"Customers don't care that the goal in the business strategy is to grow by 25%." 

Em: https://lnkd.in/drGbvhbt

🔸Não existe 'óbvio' na gestão de uma marca, por Pedro Campos 

"Não existe 'óbvio' na gestão de uma marca" 

Em: https://lnkd.in/d2gkpc5k


➡️ SOBRE DADOS, CONTEXTO E O FATOR HUMANO

Pare de contar cliques e comece a analisar comportamentos

Se o seu relatório de 2026 ainda depende apenas do last-click ou do volume bruto de MQLs, você está voando às cegas. 

A discussão evoluiu para a "triangulação de dados" e para o entendimento de que precisamos é monitorar a fricção. Seja no B2B (olhando para grupos de compra) ou no B2C (entendendo a nostalgia analógica), o contexto vence o volume.

🔸 Measurement Stack 2026, por Lucas Yokota 💜

 "Os times de marketing mais avançados em mensuração cruzam metodologias e isso reduz ainda mais as incertezas nas tomadas de decisão." 

Em: https://lnkd.in/dZmtJ7Rf

🔸Most MQLs fail because they are context-free, por Kerry Cunningham 

"Most MQLs don’t fail because they’re 'bad leads.' They fail because they’re context-free." 

Em: https://lnkd.in/dV5Jp2FT

🔸 Analog is in (The friction is the feature), por Chris Ross 

"The inconvenience IS the point. The friction is the feature. The boundaries are the benefit." 

Em: https://lnkd.in/dj6DKMmD

---
Apoiando seus resultados, um conteúdo por vez!

#marketing #leadership #business

O compilado 110 - marketingisdead.com.br

Opental (EaaS)

Insider Founding Member

BeTruck

- Definition and communication of vision, strategy and product roadmap.
- Implementation of good practices and standards for Product Discovery and Product Delivery.
- Management of Product Owners and Product Designers. (team structuring, 1:1, feedback, IDP)
- Expansion of the product portfolio, creating new products from conception to launch.
- Contribution to a 66% increase in the customer base and reach of Product Market Fit.

Head of Product Management

Tmov

- Development and communication of vision, strategy and product roadmap.
- Lifecycle management of B2B and B2C products in the portfolio.
- Definition and monitoring of OKR's, success metrics and performance indicators (KPI's).
- Management of Product Managers and Product Designers. (team structuring, 1:1, feedback, IDP)
- Partnerships with cross-functional teams such as marketing, commercial and customer success.

- Development of B2B web product, from conception, for driver registration analysis, and fraud prevention. Reduction of 18% in the average time of cadastral analysis and improvement of 32% in the ratio of incidents per freight.
- Improved a B2B web product that centralizes and optimize carrier’s operational management. 12% increase in productivity for a large carrier.
- Developed improvements to a B2C mobile product that digitizes the drivers journey. 100% digital onboarding available to over 20k MAU's (monthly active users).

Senior Product Manager

Supporte Full Commerce

- Development of strategic planning and restructuring of the management system.
- Implementation of the Project Management Office (PMO) and Technology Transformation Squad.
- Creation of an Open Innovation program (getReal).
- Modeling, pricing, and implementation of logistics projects.

Logistics Planning, Project and Innovation Manager

B2W Digital

- Planning and implementation of a transportation hub.
- Relationship management with regional marketplace sellers and transportation partners.
- Management of transportation operations (First Mile and Last Mile).
- Leadership and participation in Lean Six Sigma projects to increase regional profitability (Examples: Implementation of matrix monitoring of freight cost and revenue and Decentralization of Reverse Logistics operation).

Transportation Manager

- Leadership and participation in Lean Six Sigma projects to increase the regional profitability by reducing packaging expenses and improving productivity of warehouses.
- Redesign of layouts and processes to increase the efficiency and productivity of warehouses.
- Dimensioning and monitoring of resources according to business seasonality.

Regional Logistics Planning Manager

- Management of the Inventory Control, Quality, Supply and Logistics Planning teams.
- Responsible for budget monitoring.
- Responsible for the operational and administrative standardization of the units.

Operations Support Manager

FALCONI Consultores de Resultado

- Support for tactical and operational planning of large companies, industry and services, through Lean Thinking and PDCA.
- Daily work routine management: 5S, identification and treatment of anomalies, standardization of operations and processes, establishment and monitoring of kpi’s.
- Organizational and process mapping and redesign.
- Increased profitability through the Matrix Budget methodology (Income and Expenses).

Management Consultant

Head of Product | Head of Operations | Group Product Manager | Management Consultant | Strategy and Planning

With over 14 years of experience in Product Management, Innovation, Project Management, Logistics Planning, Operations Management, and Management Consulting, I specialize in connecting people, processes, and technology to create value for both customers and businesses.

I am an expert in Supply Chain Operations, having led logistics and transport operations across e-commerce and various industries, including medium and large enterprises. Additionally, I have experience working in startups (logtechs) serving the agribusiness, mining, and steel sectors.

My approach is results-driven, with focus on enhancing efficiency and competitiveness. I hold a degree in Mechatronic Engineering from the Federal University of Uberlândia and a Black Belt certification in Lean Six Sigma from the Werkema Group. I am also experienced in Zero-Based Budgeting (ZBB), PDCA, OKRs, and agile methodologies such as Scrum and Kanban.

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